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December 2016

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The apparel retail industry in China has already experienced three stages and is now passing through the ‘experience’ stage, which is a stage of transition, according to industry analysts.

The Chinese garment retail industry has passed through the product age, where anything could be sold; commodity era, which resulted in formation of brand awareness and the beginning of competition; and the service times, marked by serious product homogeneity and highly competitive market.

Currently, the clothing retail industry has reached experience economy, in which customers are no longer purely rational consumers, but they come with rich emotion and soul. As a result, sales strategy shifts from the focus on the product to focus on the customer.

It means listening to your customers’ voice becomes the core of enterprise management. The future competition among clothing brands would be on which brand can give the customer a unique experience, which must be a good experience.

Here, consumer brand experience would be decided on the basis of the accumulation of customer contact experience points, including both online and offline contact experiences.